Cosmoprof to cater to multicultural market with new ‘Tones of Beauty’ program

NEW YORK — Cosmoprof North America has announced that it will debut its first-ever multicultural program, Tones of Beauty, at its upcoming annual event to be held July 12 to 14 at Mandalay Bay Convention Center in Las Vegas.  



The program serves to showcase a select group of multicultural brands across five categories: skin, hair, cosmetics, fragrance and lifestyle. The 10 selected companies represented will also cover the retail gamut from small indie brands to ever-growing power brands.



Daniela Ciocan, marketing director, CPNA, spearheaded Tones of Beauty. Tones of Beauty was inspired by Ciocan’s market observations and fervor to ensure CPNA continues to meet growing beauty demands. While many multicultural brands exhibit at CPNA, this is the first time the organizers have created and exclusive section dedicated solely to the industry. 
 


“We pride ourselves on our ability to stay ahead of the curve and to transfer our in-depth knowledge of market projections to new programs that keep our industry competitive,” stated Ciocan. “We are thrilled to collaborate with love, Aunt Bonnie to debut Tones of Beauty and look forward to a successful event this year and beyond.” 
 


To ensure successful program implementation and brand selection, CPNA has partnered with global beauty media group love, Aunt Bonnie, whose founder and CEO Corey Huggins is personally curating the program.
 
Love, Aunt Bonnie is offering integrated digital campaigns to both emerging and established brands aiming to make a mark among multicultural consumers. Huggins capitalized on his collective marketing and brand management background to launch love, Aunt Bonnie and has since charted strategic direction for Maybelline, Black Opal, and PhytoSpecific, to name a few.

 


“I’m very excited to introduce a handful of game-changing multicultural beauty brands that have been long deserving of Cosmoprof North America’s expansive platform of leading industry players. Polyethnic consumers are eager to embrace beauty brands that recognize their individuality and offer a more customized solution to their range of needs. Combining the expertise of love, Aunt Bonnie with Cosmoprof North America is a match made in beauty heaven.  We have been a vocal advocate for growth in the multicultural beauty space since our inception and are thrilled to be instrumental in what I hope is a turn in the industry toward celebrating all tones of beauty,” stated Huggins.   
 


Not only is CPNA setting the stage upon which alternative and mass retailers alike will become educated on the Tones of Beauty brands, but a group of multicultural digital influencers will also create live brand and consumer interactions throughout the course of the event. In addition, love, Aunt Bonnie will utilize its Bonnie Box program to distribute to its members a one-time beauty sample box comprised of products from each of the 10 exhibiting brands. 
 


This year’s trade show is expected to welcome more than 946 exhibitors from 40 countries with expected attendance of more than 27,000 industry professionals from 101 countries.